Perhaps you have a yearly marketing plan that summarizes the year’s activities. This can be beneficial in terms of comprehending your overall objectives but is too imprecise to implement. That is why a campaign plan with a shorter time frame—for example, a quarter—is critical to marketing success.
A quarterly advertising campaign plan allows for a more detailed examination of your objectives, goals, and success. This enables you to maintain a consistent set of priorities and respond appropriately to KPIs and metrics as they become available.
This comprehensive guide includes actionable tips for planning a successful quarterly advertising campaign. By the end of this article, you will have gained confidence in your ability to develop a comprehensive campaign plan that you and your team can execute.
Analyze Last Quarter’s Key Performance Indicators and Metrics
The first step in planning future campaigns is to analyze the performance of the previous quarter. You can gain a better understanding of the success of previous campaigns by utilizing Key Performance Indicators (KPIs) and metrics.
While the KPIs will vary depending on the marketing campaign and its ultimate goal, the following are a few to consider closely:
- cost of customer acquisition (CAC)
- lifetime value of a customer (LTV)
- investment return on investment (ROI)
- qualified marketing lead (MQL)
- Ratio of traffic to leads (new contact rate)
- lead-to-customer conversion rate
- return on advertising expenditures (ROAS)
- rate of conversion
- customer retention website traffic
This list contains an appropriate balance of short- and long-term KPIs, which is critical for agile marketing. You are not required to incorporate them all into your quarterly business review. Rather than that, you should concentrate on one or two that are most closely related to each of your objectives.
When selecting KPIs to track, consider whether they are easily quantifiable and something over which you have control. The more control you have over a key performance indicator, the more valuable its inclusion in your performance tracking is.
With the data above, you can make new quarterly campaign decisions based on what worked and what didn’t, as well as which ideas could have been executed better.